How to improve targeted advertising on Facebook: 7 life hacks
Printed 2013-07-20
Most experts on SMM promotion in social networks are sure that now social media advertising is as important as search advertising. Introducing the target audience to the brand on Facebook, Instagram and Vkontakte is much more dense and accurate than through other advertising channels. Facebook, for example, has enough data about its audience, which would be the envy of all Nielsen staff. There is a good saying to keep in mind - if something (in this case Facebook) is offered for free, then you yourself are probably a product (as a user of a social network and a recipient of advertising messages). So, why is Facebook advertising not working or working worse than we would like? There can be many reasons for this, but here are 7 quick tips to help you figure it out.
1. Testing
"Launch and forget" is an approach that many marketers use when it comes to advertising on Facebook, and this is a big mistake. You should always be aware of what is happening with advertising. Just like in the Display Network, Yandex.Direct and YAN, marketers should consider advertising as an ongoing scientific experiment. If you constantly test and improve your advertising campaigns, the effectiveness of your ads will improve, as you will continue to collect valuable information from your experiments. For example, you may receive $ 2 app downloads each for men 25 to 44 years old. But you can cut costs by half, focusing on men aged 25 to 44 years who see ads in their news feed, and not in the side block. There is no other way to get this information than to constantly test your ads.
Testing is the main principle of successful work with the target
"I started and forgot "is an approach that many marketers use when it comes to Facebook ads, and this is a big mistake. You should always be aware of what is happening with advertising. Just like in the Display Network, Yandex.Direct and YAN, marketers should consider advertising as an ongoing scientific experiment. If you constantly test and improve your advertising campaigns, the effectiveness of your ads will improve, as you will continue to collect valuable information from your experiments. For example, you may receive $ 2 app downloads each for men 25 to 44 years old. But you can cut costs by half, focusing on men aged 25 to 44 years who see ads in their news feed, and not in the side block. There is no other way to get this information than to constantly test your ads.
2. Detailed targeting
The more accurate the targeting, the lower the cost of lead
Facebook recently introduced the “and / or” function, which is called Flex Targeting, in the Power Editor tool. Flex Targeting now allows you to be more specific with your target audience. Suppose you advertise a healthy diet. Instead of targeting women between the ages of 22 and 45 who are interested in fitness and, marketers can now target women between the ages of 22 and 45 who are interested in fitness and, for example, go to a particular food chain shops where you can eat ; it gives a more valuable and specific audience. This is one of the best add-ons Facebook has added to its platform. Businesses should collect as much data from CRM systems and the sales department as possible to increase the return on investment in Facebook ads.
3. Advertising message
Creative, offer and landing page should be in harmony
Good SMM agency makes sense enough to see when the landing page is down, and quickly make the changes necessary to increase conversion. But what if it's not a question of suitable colors or the right text, but the message itself that your brand conveys when a person clicks on an ad? Someone, obviously, would like to win a gift card for 5000 rubles in your store. However, these people may not be ready to provide a bunch of their personal data. Marketers need to consider these points and set the time and budget for testing various hypotheses in order to determine what exactly makes the offer more attractive as a whole.
4. Video Ads
Video is a trend in advertising on Facebook for several years now
According to ATOM Audience Builder, now it is one of the most effective tricks to improve the effectiveness of advertising on Facebook. The relevance of Facebook videos is simply underestimated. You can think of it as buying a high-budget TV commercial with the only difference being that you pay only if the person calls the number indicated on the screen (or, in your case, goes to the site).
A few tips to consider when creating video ads are that they don't have to be high budget, but they must be of high quality. Just as you and your friends like to laugh at poorly made television commercials, your audience is unlikely to take badly shot videos from a smartphone seriously. Spend money and time to hire professionals and shoot high-quality video and record high-quality accompanying audio, and then pay for motion design and post-production. The effectiveness of your Facebook ads grows in multiples.
5. Using retargeting
Show individual ads to those already on your site or social networks
Retargeting ads are shown only to people who have already visited your site or have been active in your social media profile. Retargeting provides an excellent opportunity to customize landing pages for an audience that has already interacted with your company before. Used properly, a retarget is one of the most popular tricks for many online retail stores.
6. Audience Exclusion
Exclude people who don't exactly suit you
One of the rarely used features in the Facebook advertising editor is exclude audience field. Marketers are expected to take advantage of this opportunity by identifying groups of people they don’t want to reach in this ad campaign. The most popular use of this feature is to exclude people who are already associated with the brand, as marketers already have other ways to contact them (through the retargeting described above), and therefore they will not have to continue to pay for reaching those people . This is a great feature that marketers need to take care of when setting up ads.
7. Carousel Ads
The" multiple ads or videos "option works well in many cases < / p>
Carousel ads are a favorite feature Facebook ads used by many targetologists. The possibilities are endless. You can send one message using all 5 fields with different creatives. It's also possible to drive traffic to content by posting 5 different blogs in one ad. Carousel Ads is a great feature for retail stores, restaurants, and for rental or sale.
Conclusion
Now you have the main tricks to improve the effectiveness of advertising on Facebook. The most important thing is to make sure that any strategy you adopt works for the overall success of the company. There is no need to pay for a service that does not give you a good return on investment and an advertising budget (ROMI).